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Swiping a grocery store's loyal-customer card has become second nature to shoppers these days. Scoring Points, one of the seminal marketing books of the last decade, tells the story of how British supermarket chain Tesco conceived, launched and developed its hugely successful Clubcard program -- and transformed itself into a winning brand. Authors Clive Humby and Terry Hunt, two key members of the project, and Tim Phillips, a leading business writer and broadcaster, bring a compelling, behind-the-scenes account of Clubcard -- the successes, failures and lessons learned. They show how Tesco made customer loyalty marketing work, even when almost every other loyalty program failed, thanks to vision, a strong team ethic and a company-wide commitment to customer satisfaction. It includes three new chapters, including an examination of the US retail market and the authors' work with both Tesco and Kroger.
- Sales Rank: #1359835 in Books
- Brand: Humby Clive Hunt Terry Phillips Tim
- Published on: 2008-09-01
- Original language: English
- Number of items: 1
- Dimensions: 9.10" h x .70" w x 6.10" l, 1.19 pounds
- Binding: Paperback
- 304 pages
- Scoring Points How Tesco Continues to Win Customer Loyalty
Review
"This is the future of marketing. Read it and profit." -- Prof. Don Shultz, Northwestern University
"Thought provoking." -- Chain Store Age
About the Author
Clive Humby is Visiting Professor, Integrated Marketing, at Northwestern University and chief information architect of Tesco Customer Management. Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. Tim Phillips is a journalist and author of Knockoff (Kogan Page).
Most helpful customer reviews
1 of 1 people found the following review helpful.
Hidden pearl of CRM expertise
By Vitek Filip
Given the fact that book is out for quite a long time and has not appeared in any major listing, let me label it a hidden pearl of CRM expertise. Book depicts how Clubcard, ultimate Tesco (retail) loyalty scheme, has been launched and later upgraded. The story, itself, is not the key essence of the book, but it reveals the principles of loyalty card establishment, including do's and dont's. If you work in CRM (even if loyalty program is not your responsibility), I strongly suggest you read this excellent piece.
3 of 3 people found the following review helpful.
Loyalty schemes were never so interesting
By Gustavas Jankauskas
Tesco's loyalty program "Clubcard" is recognised as by far the most succesful system of this kind in the world.
This book allows us to get deep into this topic, understand the loyalty schemes used and possible, as well as discusses the value of loyalty programs themselves.
I found this book of a high value, thus would recommend it to all retailers as well as suppliers, who want to understand their partners better as well as to find ways for partnership of a higher added value.
1 of 1 people found the following review helpful.
Scoring Points
By Mandy Good
Excellent book, Easy to read and well laid out. A fascinating insight into an innovating concept by a major UK retailer.
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